noun · paid search

Match type

Match type is the keyword setting that controls how closely someone’s search has to match your keyword for your ad to show.

In practice

Google Ads has three. Exact match is the tightest and shows for searches with the same meaning as your keyword. Phrase match also covers searches that include that meaning. Broad match reaches related searches too. Brand campaigns usually stick to exact and phrase, so the spend stays on people looking for you.